Team 1

Michela Caltran | Roushan Kumar | Roman Malyshev

Francis Martinez | Gregory Vanhaute | Ding Zhao

Social Media

1. Platforms and Programs

2. Dove Communities

3. Social Media Goals

4. Unique Challenges

5. Social Media Integration: Sephora VS Dove

Agenda

Platforms and Programs

Social

MediaLink:

Likes/

Followers

Posts/

Tweetshttps://www.facebook.com/DoveUS

https://www.facebook.com/DoveCanada

https://www.facebook.com/DoveSouthAfrica

… [Other Local Website] …

https://www.facebook.com/dovemencareus

23.474.170

…

…

…

1.320.118

https://twitter.com/Dove

https://twitter.com/dovemencare

133000

27200

17400

10600

https://www.youtube.com/user/doveunitedstates

https://www.youtube.com/user/DoveArgentina

https://www.youtube.com/user/dovemencareus

51335

4062

10474

51,338

4,062

10,474

http://instagram.com/dove

http://instagram.com/dovemencare

16,688

1,950

112

180

https://plus.google.com/+Dove/posts

https://plus.google.com/113621627657054325714/posts

745,973

39

2,486,144

8,666

http://www.pinterest.com/dove/

http://www.pinterest.com/dovemencare/

2055

32

854

34

http://realbeauty.dove.com/

https://vine.co/dove

https://vine.co/DoveMenCare

https://vine.co/u/1130162234132443136 [UK]

5.320

1.960

119

211,422

32,973

46,098

http://realbeautysketches.dove.us/

http://selfesteem.dove.us/

Dove Communities

Experts Customers

Fans Employees

Through its social media, Dove is

addressing mainly Customers and

Fans.

The Google+ platform

differentiates itself by also

interacting with Experts and

Employees. It is considered a more

professional network.

Dove Communities

Dove Facebook, Twitter, Instagram, Vine, YouTube, Google+ and Pinterest accounts target women, 18-

40 years old, middle and upper-middle class who are advanced web users and use social media daily

to share their thoughts and ideas.

Dove Men+Care profiles on the same platforms are intended for men, 18 years old and above, who are concerned about their appearance and are interested in products like shaving cream/gel, shampoos, and others. In this case, social media are mostly used to create Brand Awareness.

Dove Online Communities which support and focus on the Self Esteem campaign launched by the company address a more comprehensive audience due to the discussed social issue. The target are slightly older women, 25 years old and above: parents, teachers and mentors who needs the right tools to help their girls overcome beauty-related anxieties.

Dove created multiple Social Media profiles in order to target different

segments and engage with a broader audience.

Social Media Goals

Customer Engagement

Brand Awareness

Dove recognizes social media as a powerful tool in promoting the brand and its product. However, since the company doesn’t use an e-commerce platform to sell items online, the main goal in using these different channels is essentially Customer Engagement. Dove wants to participate to the conversation and learn more about its customers in order to anticipate and meet their needs.

Platforms like Facebook, Twitter, Youtube and Online Communities are particularly effective on this matter, since users can directly share their thoughts and opinions with the company.

Other channels, i.e. Instagram, Pinterest, Vine and Tumblr, offers less opportunities, since their structure doesn’t allow a deep interaction among users, but they could be very useful in spreading Brand Awareness.

Unique Challenges

Dove’s main challenge is to find new opportunities to engage with its audience: forinstance, the company created the “Dove Real Beauty” program, a movement to helpwomen overcome beauty standards and encourage them to feel comfortable with theirbodies.

Some users may start to think that Dove

is targeting fat women. The solution

adopted is to create multiple and varied

campaigns, i.e. the #feelbeautifulfor

hashtag, the Silky hair Challenge, and

videos on how to do your hair.

An ongoing controversy that Dove has to

face in using the social media platforms is

the charge of hypocrisy in building its

brand reputation by promoting Real

Beauty campaigns while the company

makes a profit in selling beauty products.

Nonetheless, Dove has succeeded in

getting social media users’ attention in a

global scale.

Social Media Integration

Dove is very successful when it comes to integrating mobile, social, and video. Since establishing itself as a brand Dove has been able to develop a large customer base that is actively using online tools.

Both companies are actively using social

media platforms such as Instagram,

Facebook, and Twitter. However Dove is also

using Google+, which is more professional

opposed to other social networks. Through

Google+ Dove can consider different business

suggestions and interact with the business

world.

Sephora Beauty Talk and Dove Beauty Insider programs. Both programs are determined to identify loyal consumers. However, while Dove only provides coupons, promotional activities, and some entertainment, Sephora takes it to the next level. They identify “super-users”, who get certain benefits, like trying products before everyone else and promotion in store events. VIP users also receive a certain status that makes them feel special and important.

Similarities Differences

Thank you!